Many companies are beginning to consider mobile as part of their marketing and trying to see where it fits in. No one disagrees that mobile is part of our everyday lives, in a way that email and communication channels never could.

Mobile devices - cell phones, PDAs, blackberries, iTouch, and much more - are extensions of ourselves. We carry them everywhere, we rarely leave the house without them. Initially as a replacement for land lines, our mobile phones now contain technology similar to a full size computer.

Text messaging (SMS) started more as a supported communication channel, allowing us to send messages to each other. SMS is beginning to take a new role; no longer a message between friends, it is now an opt-in medium that people can choose as their channel "choice."

Consider the idea of receiving a coupon on your phone, that you know you will have with you when you get to the store; or receiving a timely reminder to pick-up a product you have been waiting for; or a reminder of a dinner reservation; or countless other ways that mobile can deliver a timely and relevant message. And then consider the availability of the mobile Web, and the countless applications that we can use on our phones.

And due to the mobile phone's personal attributes, people are very likely to respond in this channel.

So, how do we protect this incredibly value medium and make sure that it doesn't go the way of email or banner advertising with low response rates and inboxes filled with spam?

We should use best practices for campaigns, and understand the rules of mobile. And then we should start the process of integrating this valuable and effective marketing tool into our marketing strategy.